YP Launches Lookalike Tool for Audience Retargeting

YP’s new “Audience Extension” tool uses first-party search data to help brands find lookalike customers on other sites.

Audience Extension leverages search data around purchase intent to allow brands to broaden the reach of online campaigns. By dropping a cookie on searches and then using the data from user search, YP can target a user’s journey across the Web. Audience Extension will then allow brands to retarget messages to customers as they continue to browse. After users take action on a brands’ site, YP will find lookalike users to optimize brand reach.

Audience Extension is meant to track users across the Web, resulting in a higher conversion rate for brands, according to Luke Edson, vice president of national markets for YP. “We can find more users across 99 percent of the entire Web that look just like the user who took a desired action, and that act of optimizing is really the core benefit of the product,” Edson says. “The essence of Audience Extension is to extend our ability to deliver customers after they leave the YP site then extend even further to find people who look just like the ones that took a desired action, like finding a local retailer and downloading a coupon.”

Audience Extension is meant to work in conjunction with other retargeting and ad tools that YP has released this year, including Cross-Device Retargeting and the YP Search Marketplace.

“This has been an exciting year at YP,” Edson says. “This really allows us to have all the tools that national marketers expect for the absolutely top-tier, leading players in the digital industry.”

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